Facebook is about to get annoying: autoplaying videos rolling out now

"Improved ad quality"

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Facebook has confirmed that it is testing video ads that start playing automatically as they infiltrate your news feed.

The new ads are hitting both the web and mobile news feeds - Facebook says the videos will be "downloadd in advance when the device was connected to Wi-Fi" so it shouldn't eat into your data plan (but will eat into your device's memory instead).